2012: how to leadership in social media crisis management
TRANSCRIPT
@WWF_Deutschland | [email protected]
Leadership has been described as the “process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task".
www.wikipedia.org
Autocratic or authoritarian style
Participative or democratic style
Laissez-faire or free rein styleNarcissistic leadership
Toxic leadership
Group leadership
Emergent leadership
@WWF_Deutschland | [email protected]
The Crisis Inversion. Anti-Leadership.
Social Influence.
Aid and Support of others.
Common task...
Hits you.
Against you.
... is to hit you.
TODAY‘S AGENDA:
Date: Anytime@WWF_Deutschland | [email protected]
THE SHIT STORMPHENOMENON
LEADERSHIP IN A SOCIAL MEDIA CRISIS
TODAY‘S AGENDA:
Date: Anytime@WWF_Deutschland | [email protected]
THE SHIT STORMPHENOMENON
LEADERSHIP IN A SOCIAL MEDIA CRISIS
@WWF_Deutschland | [email protected]
"Sooner or later it will happen to almost all citizens of the internet.“
Sascha Lobo, re:publica 2010
6
85% of the surveyed companies (worldwide) have a crisis plan.
616. Februar 2011
Gefunden bei: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance
Source: 08/2010 www.gartnercommunications.de
6
Only 21% have integrated social media into this plan.
616. Februar 2011
Source: 08/2010 www.gartnercommunications.de
Gefunden bei: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance
Date: Anytime@WWF_Deutschland | [email protected]
Write mail to press office - prepare social media crisis plan...
HOW TO GET TO KNOW THE NATURE OF SHIT
STORMS.
HAVE ONE YOURSELF
JUNE 22nd 2011
@WWF_Deutschland | [email protected]
24.6.: #WWF is 1st trending topic on twitter200 @mentions in the first two days
Auswertung vom 22.6. - 17.7.2011
@WWF_Deutschland | [email protected]
About 700 facebook wall posts (300 in the first two days)
15.000 likes & comments
Auswertung vom 22.6. - 17.7.2011
@WWF_Deutschland | [email protected]
+3000 questions asked on our WWF discussion platform
50% of those appeared until June 24th
Auswertung vom 22.6. - 17.7.2011
@WWF_Deutschland | [email protected]
about 1300 blog articels*
400 published within the first two days
Auswertung vom 22.6. - 17.7.2011
"A shit storm can be defined as an online phenomenon, in which, during a short period of time, a - subjectively perceived - huge number of critical remarks are being made, and these remarks are at least partly detached from the original critique but instead are mostly aggressive, offensive, threatening or some how attacking."
READ OTHER PEOPLE‘S DEFINITIONS
Sascha Lobo re:publica 2010
Read more about it: http://de.wikipedia.org/wiki/Shitstorm
Important thought:A shit storm is only part of a PR crisis.*
* The term shall not play down or mock the fact that in each crisis there is legitimate criticism.
@WWF_Deutschland | [email protected]
http://www.youtube.com/watch?v=-OzJdA-JY84
WATCH GREAT KEYNOTES
SHIT STORM CASES.
LEARN FROM OTHERS
Folks, our fanpage really isn‘t the appropriate place for complaints or customer requests. We want to entertain and inform you, chat with you (...). Go find the contact information for customer inquiries in the "About" section..
66
Quelle: http://www.slideshare.net/EdWohlfahrt/social-media-krisen-als-chance
Source: facebook fanpage TelDaFax 25. Februar 2011
TALK TO ME! NOT.
250 facebook comments
28. Februar 2011
40.900 Google hits
MICRO-LEVEL-PUBLIC
MACRO-LEVEL-PUBLIC
„Thank you Nestle... I would never have seen this video if you hadn‘t had kicked it of YouTube ... Fire your PR Team, they are muppets.“
Quelle: http://off-the-record.de/2010/03/17/virale-schock-attacke-von-greenpeace-gegen-nestle-kitkat/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+off-the-record/VPpB+%28off+the+record+-+Blog+f%C3%BCr+Marketing,+Werbung+und+Medien%29
STREISAND EFFECT
UNDERSTAND THE PSYCHOLOGY OF THE SOCIAL WEB
SOCIAL MEDIA = CONVERSATION
UNDERSTAND THE PSYCHOLOGY OF THE SOCIAL WEB
TWITTER ACCOUNT + ANONYMITY= ANTI-CONVERSATION
@WWF_Deutschland | [email protected]
STAY CALM.
„How to survive a shitstorm? Imperturbably.“
„The rules of maximum souvereignity apply.“
Vortrag Sascha Lobo re:publica 2011
@WWF_Deutschland | [email protected]
WELL... THIS IS HOW YOU REALLY FEEL:
SHOCK FROZEN
ACTING FOR THE SAKE
OF ACTING
TODAY‘S AGENDA:
Date: Anytime@WWF_Deutschland | [email protected]
THE SHIT STORMPHENOMENON
LEADERSHIP IN A SOCIAL MEDIA CRISIS
TODAY‘S AGENDA:
Date: Anytime@WWF_Deutschland | [email protected]
THE SHIT STORMPHENOMENON
LEADERSHIP IN A SOCIAL MEDIA CRISIS
@WWF_Deutschland | [email protected]
In a social media crisis, leadership is...
... not only obtained through social/comms skills
DIGITAL is key aswell.
TIP NO.1: BE PREPARED.
Most errors happen beforehand.
Preparation does not mean: inform your colleagues.
Preparation means: Prepare for the worst.
And this is hard work.
TIP NO. 2: CREATE SOCIAL CONTENT
A social media crisis demands for social media content.
Prepare your content to be „social media ready“.*
* ables: googleable, easily consumable, shareable, youtubebable, facebookable.
„A press release will just not do the job.“
WWF.DE/FAKTENCHECK http://bit.ly/Homepage_Faktencheck
YOUTUBE CONTENT
about 45.000 Youtube views of our own video content
http://www.wwf.de/index.php?
DISCUSSION FORUM http://bit.ly/WWF_Diskussion
FACEBOOK LANDING TAB
HERE WWF WAS TOO LATE : (
TIP NO. 3: BUILD A NETWORK OF (DIGITAL) PROS
External crisis consultant.
Plus the following skills:
Additional Community Manager
Social Content Producer.
SEO expert.
Monitoring expert.
Because: shit storms cease a lot of your energy
IF NOT...
TIP NO. 4: PREPARE YOUR SOCIAL COMMUNITY
Tell them in ADVANCE WHAT is going to happen.
Tell your community WHERE and WHEN you will provide information.
Activate your community and ask for support.
„Sleeping dogs no longer exist.“Kai vom Hoff
Gefunden bei: http://www.indiskretionehrensache.de/2011/06/wwf-pakt-panda/
TIP NO. 5: DON‘T TRY TO ARGUE. JUST DON‘T DO IT.
In the middle of a shit storm: discussing is pointless. Remember? It is not a conversation.
Rather: Make sure everybody finds all the information they need.
After all, people want to and should be able to form their own opinion based on accessible facts.
...INSTEAD MODERATE.**BURNING HOUSE THEORY (JAN HENDRIK SENF)
MINDMAP FOR MORE COMPLEX CONTEXTS http://bit.ly/jPVI1w
TIP NO. 6: NEVER STOP TALKING.
Hiding away doesn‘t work, makes it worse instead.
Availability until 10 pm would be great!
But: This only works if you prepared your ressources in advance.
* And make sure, people hear what you‘re saying!
LIVE TW COMMENTS DURING THE BROADCAST
...DOCUMENT YOUR COMMUNICATION http://on.fb.me/WWF_Logbuch
TIP NO. 7: SHOW YOU ARE HUMAN, TOO.
TIP NO. 8: CRISIS ISSUES NEVER COME SINGLY.
TIP NO. 9: HAVE YOUR TOOLS READY (FOR OTHERS)
MONITORING
SOCIAL MEDIA COCKPIT
TIP NO. 10: PREPARE YOUR SEO & PLACE YOUR LINKS.
If Google doesn‘t find it, it doesn‘t exist.
Place your links and correct key words as much as possible.
Date: Anytime@WWF_Deutschland | [email protected]
WHAT‘S LEFT TO SAY?
Shit storms are by now part of our every day professional life.
Become familiar with the phenomenon.
The better prepared you are, the greater the likelihood that you can show leadership.
Because shit storms do carry one feature, we should all be aware of:
Date: Anytime@WWF_Deutschland | [email protected]
SHIT STORM DNA: THEY EASILY BECOME META ISSUES
OTHERS LOVE TO JUDGE ABOUT YOUR
LEADERSHIP SKILLS.
Date: Anytime@WWF_Deutschland | [email protected]
CONTACT INFORMATION
Feedback very welcome:
Home: http://www.facebook.com/HannemannPaula
follow: @wwf_deutschland
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LinkedIN: http://de.linkedin.com/in/PaulaHannemann
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